Haus Laboratories (also known as Haus Labs) is a vegan and cruelty-free cosmetics brand launched on September 17, 2019, by Lady Gaga. It is the first major beauty line to launch exclusively on Amazon, released in nine countries including the UK, US, France, Japan, and Germany. The first products included lip liner, lip gloss, and liquid-to-powder shimmer.
Haus Laboratories originally launched in 2012 as a perfume brand in Paris. It was created in association with Coty Inc., a company founded in 1904 known for its cooperation with designers and celebrities for the creation of fragrances. They released their first fragrance together called "Lady Gaga Fame" in 2012 and the second unisex fragrance called "Eau de Gaga" in 2014. The fragrance division closed around July of 2015.
Partnership with Coty
- “Lady Gaga’s universal appeal makes her a subject of fascination. A force like no other, Lady Gaga is explosive, provocative and sexy, three traits which pave the way for an extraordinary fragrance experience for consumers."
Distributed worldwide, it was managed by Coty Beauty in close collaboration with Lady Gaga, as Creative Director and the Haus of Gaga. Stephen Mormoris, senior vice president of marketing for Coty Beauty said:
- “The marketing behind Lady Gaga’s fragrance will be unprecedented and groundbreaking. We are working toward distilling the brilliance of Lady Gaga into a fragrance that delivers a breathtaking olfactory experience and a timeless, enduring packaging design that is part of Gaga’s overall artistic sensibility.”
The fragrance division closed around July of 2015. The social media accounts were later reused for the beauty line in 2019.
- Main article: "Lady Gaga Fame".
Lady Gaga Fame is the first perfume released by Lady Gaga, launched in August 2012. The fragrance was revealed in a press release on June 14, 2012. The perfume was produced in the Haus Laboratories in Paris. The tagline of the fragrance is "The First Ever Black Eau de Parfum, Fame".
- Main article: "Eau de Gaga".
Eau de Gaga is the second unisex perfume by Lady Gaga, launched in 2014, through the Haus Laboratories label in association with Coty Inc. The fragrance was revealed via Twitter on August 7, 2014, with the first promotional photo by Steven Klein.
On July 9, 2019, Gaga announced on social media that she is launching her own beauty brand, Haus Laboratories, with preorders available starting on July 15, 2019. Haus Laboratories will be the first major beauty brand to launch exclusively on Amazon. The brand draws inspiration from Gaga’s early days as an aspiring singer in lower Manhattan, applying drugstore makeup to form what would become her signature look.
Starting in September, Haus will sell kits combining lip gloss, lip liner, and all-over color, preceded by a two-month marketing blitz that kicked off July 9 with a video shot by Daniel Sannwald, soundtracked to music by Gaga in collaboration with BloodPop, Tchami, and Boys Noize.
The e-commerce giant plans to launch Lady Gaga’s kits simultaneously in nine countries on three continents, including the US, France, and Germany, where customers can take advantage of Amazon’s one-day and two-day shipping. Hundreds of millions of additional customers from Singapore to Brazil will be able to buy the brand through its global store.